IAB Publishes Best Practices for Online Lead Generation
I want to thank the IAB Internet Advertising Bureau for publishing guidelines for lead generation. They were developed in response to law makers and law enforcement officials scrutinizing how users’ contact information is gathered online. We need more support in disseminating information that will prevent deceptive practices that hurt the reputation of the interactive marketing community.
The main topics of sensitivity in lead generation included ads that solicit free iPods as well as deceptive use of the word free, and dubious credit card offers. Among other things, the IAB will clarify the meaning of the word “free.” The guidelines also elaborate on what the FTC encouraged advertisers to do for transparency in terms and conditions.
The guidelines will be more of a road map than rules and the IAB will not enforce them or demand compliance. Publishers are asked to adopt the standards for the industry’s well-being and to avoid more federal interference.
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